Retailers and restaurants nationwide are tweaking marketing plans and organizing tastings and dinners to welcome Beaujolais Nouveau. Traditionally released on the third Thursday of November, this year’s vintage will be unveiled November 20th. “We continue connecting with retailers, restaurateurs, and consumers through grassroots outreach and authentic storytelling resonating on a personal level,” says Dennis Kreps, owner, Napa, California-based Quintessential, importer of segment leader Georges Dubeouf Beaujolais Nouveau ($16 a 750-ml.).
Dubeouf’s Nouveau Rose and Nouveau Orange offerings are available this year. (suggested 750-ml. retail price $18 each). “Over the past two years, Georges Duboeuf social campaigns have generated more than 6 million impressions, engaging a younger Gen Z and Millennial consumers audience new to Beaujolais Nouveau and the broader wine category,” Kreps says. “Younger consumers are increasingly drawn to the lighter, fruit-forward profile of Beaujolais Nouveau, particularly when served slightly chilled.”
In the United States, the first bottle of Georges Duboeuf Beaujolais Nouveau will be opened during the midnight release party at Pot-au-Feu restaurant in Providence, Rhode Island. “Pot-au-Feu will continue festivities with a day-after celebration and a series of wine dinners throughout the week,” Kreps says. “Over 10,000 retailers and restaurants nationwide are participating in the annual celebration.”
In Albany, New York, retailer Empire Wine has a full day of tastings planned for Beaujolais Nouveau Day. “It’s a great opportunity for our customers to taste different options and learn a little more about why these wines exist,” says store internet operations manager Mike Caputo. “We have a Duboeuf tasting lined up for half the day and Skurnik Wine & Spirits is coming through with a few new labels that are going to be highlighted.”
Empire plans to promote the wines through newspaper print ads, the store wine blog Caputo writes, and with the store’s Youtube page. “I plan to dive into the history of Beaujolais Nouveau this year for anyone who’s interested in learning more about why the Thursday before Thanksgiving is such an important day in the wine industry,” he says. “For retailers, this marks the beginning of the busiest time of year, where we aim to make more sales and push profits higher than the year before.”
At Empire, most Nouveau never reaches a shelf. “The way we handle it is what I’ve always called ‘Nouveau Mountain’,” Caputo explains. “Normally we get at least one pallet of Dubouef, and that gets wheeled right out into the store near the entrance. Then, we stack the smaller buy-ins and magnums around it. It’s both convenience and spectacle.”
An early and warm growing season in Beaujolais, France this year produced small, concentrated grapes. “Thanks to the skill and precision of the Duboeuf winemaking team, this challenging year was transformed into one of outstanding character and richness, drawing favorable comparisons to the celebrated 2015 vintage,” Kreps says. “Both Beaujolais and Beaujolais Nouveau wines from Georges Duboeuf display vibrant fruit, velvety textures, and perfect harmony between ripeness and acidity.”
Quintessential is continuing its third year of “It Never Gets Old” campaign for Georges Duboeuf Beaujolais Nouveau, including retail posters, case cards, window decals, and for digital and print activations. “Over the past two years, the campaign has garnered 627 million media impressions, underscoring its impact and growing resonance with audiences,” Kreps says. “The campaign features a dynamic mix of influencer collaborations, creative storytelling, social media activations, and media outreach designed to ignite buzz and spark conversation — building anticipation ahead of Beaujolais Nouveau Day and driving real-time engagement as the celebration unfolds.”
Wine consumers can also enter for a chance to win a Cuisinart eight-bottle Georges Duboeuf–branded wine fridge by scanning the QR code featured on in-store point-of-sale materials or by visiting Firstwineoftheharvest.com. Duboeuf is Empire’s top-selling Beaujolais Nouveau. “The No. 1 reason is the deep buy-in available,” Caputo says. “Brand recognition is another huge factor. It’s hard not to be drawn to a pallet of cases when they’re adorned with beautiful artwork.”
Domaine de la Madone ($13.95 a 750-ml.) is usually the store’s No. 2 selling Beaujolais Nouveau. “The crowd for Beaujolais Nouveau day always feels like the first official rush of the holiday season for us,” Caputo says. “People love it, whether it’s the tradition, price, or it’s someone’s favorite wine. While they’re there for Nouveau, plenty see it as an opportunity to stock up on their favorites.”
At Metro Wines in Asheville, North Carolina, Beaujolais Nouveau will take center stage in a seasonal display featuring wines the store recommends for the traditional Thanksgiving feast. This year Metro will feature the Domaine Vissoux “Les Griottes” Beaujolais Nouveau 2025 ($21 a 750-ml.) and the Vissoux “Cuvée Origine” Old Vines Nouveau ($25). “We’ve carried the Griottes bottling before. It’s a classic, artisanal Nouveau full of tart, juicy berry flavor and a touch of herbal earthiness,” says store wine buyer Andy Hale. “The Old Vines Nouveau is new to us this year and is said to be deeper in color and richer in texture. I can’t wait to try it.”
Retailers are looking to set a festive tone with the Beaujolais Nouveau release leading to the crucial holiday season. Depletions of Georges Duboeuf Beaujolais Nouveau wines increased 1.6% last year compared to 2023, according to Kreps. “Looking ahead to November and the year-end holiday season, we anticipate continued positive momentum,” he says.